The advertising industry is now being increasingly challenged by marketers. According to Econsultancy, 55 per cent of marketers expect more effective audience targeting and personalisation; 41 per cent want to be able to track marketing effectiveness and return on media spend, and 40 per cent of them seek to deliver a consistent experience throughout the customer lifecycle.
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When it comes to out-of-home (OOH), planners and buyers no longer want to buy media spac
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